Spotlight on Asia Pacific
Benchmark yourself against the best
Every year, roughly 10% of all entries are shortlisted and 3% are awarded. In 2025, Asia Pacific just about kept pace with this global average with 2.9% of entries from the region taking home a Lion. Winners from the region set themselves apart with a focus on craft, use of humour and human-centric stories.
Being culturally confident is something I would urge everyone to do. Juries are looking for something authentic; they want to see what the other side of the world’s special insights. It’s just a matter of how we wrap it up and the storytelling.
Pathida Akkarajindanon
2025 Direct Jury Member
Executive Creative Director, Wolf BKK
Inspiration from 2025 winners
See more Winners Spotlights
SAD KAMA-CHAN
GREY THAILAND, BANGKOK / B&Q / 2025
BASSI VS MEN'S FACEWASH
BBH INDIA, MUMBAI / GARNIER L'OREAL / 2025
Heinz Roller ShutteR
KRAFT HEINZ, SHANGHAI / HEINZ / 2025
No Labels
DENTSU INC., TOKYO / NIKKA WHISKY / 2025
Vaseline Verified
OGILVY, SINGAPORE / UNILEVER / 2025
Telstra - Better on a Better Network
BEAR MEETS EAGLE ON FIRE, SYDNEY / TELSTRA / 2025
Advice from the 2025 Jury
Pay attention to the detailed criteria of the subcategories. Really drill in to a) what you want your work to be famous for but also b) the criteria that you’re lining yourself up against...If you don’t get that right, you could have a brilliant piece of work that doesn’t score as highly because it’s not right for the criteria of that subcategory.
Mim Haysom
2025 Creative Data Jury Member
Executive General Manager Brand & Customer Experience, Suncorp Group
The solution is greater than the problem. In the limited time you have, keep the problem pithy etc. That’s where the meat is and that’s where the debates come from...The idea should have the lion’s share of the case.
Pallavi Chakravarti
2025 Outdoor Jury Member
Founder and Chief Creative Officer, Fundamental
Simple but not simple. Simple creativity, simple idea, simple concept but not simple execution. Excellent execution. Less is more. Simple is powerful, simple is beautiful.
Jody Xiong
2025 Industry Craft Jury Member
Founder & Creative Director, The Nine
Keep what matters and is necessary. Being culturally confident is a powerful thing, if you do it in the right way. A pitfall can be if you water down your local insights or you try to overexplain it too much and you end up diluting the core idea.
Pathida Akkarajindanon
2025 Direct Jury Member
Executive Creative Director, Wolf BKK